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HOW TO SELL AN OVERLAND 


A Collection of Strong and 
Effective Selling Points for 
the Benefit of Dealers Sell¬ 
ing Overland Automobiles 

. Used Successfully by 

some of the Best Motor-Car 
Salesmen in America 


Edited by A. I. DUTTON 

Director of Publicity — The lYillys-Overland Co. 



PUBLISHED FOR OVERLAND 
DEALERS ONLY BY 


THE WILLYS-OVERLAND COMPANY 


TOLEDO, 


OHIO 











9 > 


This book is not sold, but is the property of The 
Willys-Overland Company, and is subject to 
recall upon return of the purchase price. This 

copy is No. It is loaned to 


Price, $2.00 


Copyrighted 1910 by 

THE WILLYS-OVERLAND COMPANY 
Toledo, Ohio 


©GI.A265228 





Contents 


CHAPTER PAGE 

I Scientific Salesmanship .... 7 

II First, Know Your Goods . . . . 13 

III Have Definite Prospects . . . .21 

IV Confidence Gets the Order ... 29 

V After the Sale Is Made . . . .33 

VI How to Go About It ... 43 

VII Talks to a Novice.49 

VIII Talks to a Novice (Continued) ... 39 

IX Talks to a Novice (Continued) ... 69 

X Talks to a Novice ( Continued ) ... 79 

XI Detailed Information for the Expert . . 99 

XII Detailed Information for the Expert ( Continued ) 105 

XIII Detailed Information for the Expert ( Continued ) 117 

XIV Detailed Information for the Expert ( Continued ) 123 

XV General Good Advice . . - • 135 

XVI Prominent Dealers* Ideas . • • .139 


Scientific Salesmanship 



Chapter I. 

The Importance of Scientific Salesmanship 

Down in Dayton, Ohio, there has in the last 
few years been built up the most remarkable selling 
organization in the world. 

The company behind it is known as the 
National Cash Register Company. 

With a line of machines which could probably 
be equalled by other manufacturers, and with com¬ 
paratively little advertising (as appropriations are 
reckoned nowadays), this concern has simply by 


Scientific 

Sales¬ 

manship 




HOW TO SELL AN OVERLAND 


Yesterday 
Cars were 
Bought — 
Today 
They 
Must be 
Sold 


its wonderful sales organization put its product 
in the position of a monopoly. 

The men who sell these machines are so thor¬ 
oughly drilled and trained in the knowledge of 
their goods, and how to dispose of them, that it 
has been impossible for any competing manufac¬ 
turer to obtain a real foothold in that field. 

This company has demonstrated what scientific 
salesmanship can do. 

* * * 

Up to the present time automobiles have been 
bought rather than sold. That is to say, the de¬ 
mand has been so great that practically all a man 
had to do was to show a fairly good looking car, 
and it was readily disposed of, if not to one pur¬ 
chaser, then to another. 

Today, with so many new manufacturers in the 
field, the proposition has gotten down to one of 
salesmanship, pure and simple. 

Whereas in former years a man sold a car as 
he would a pair of shoes, today it requires a good, 
strong, logical talk, tact, intuition, and in short, 
abundant selling ability to market cars at retail in 
any large way. 

8 




SCIENTIFIC SALESMANSHIP 


The time has come when scientific salesman¬ 
ship must be brought to bear on the automobile 
situation. 

* * * 

The purpose of this little book is to help our 
dealers sell Overland cars. We shall try to em¬ 
body in it hints of real value to our dealers. Many 
of these points have been taken from the experi¬ 
ence of some of the best automobile salesmen in 
the country. This book is indeed a collection of 
experiences, gleaned from hundreds of successful 
salesmen. 

We cannot, of course, go so deeply into the 
matter at this time as does the Cash Register 
concern. 

Some day, perhaps, we may be able to have 
schools of instruction as they do, to literally teach 
our men the most effective way of selling cars. 

Here at least we will try to help you all we 
can. We realize that your success is ours; and 
ours yours. 

Work earnestly with us in the development and 
study of the Overland’s selling points. It means 
dollars in your pocket. 


A Collec¬ 
tion of 
Expe¬ 
riences 


9 












































































































































































































, 






































































































' 1 













































































































































































































































First, Know Your Goods 














Chapter II. 

First, Know Your Goods. 


No man can make a success of selling anything 
unless he first knows his goods; and second, abso¬ 
lutely believes in them. It goes without saying 
that a man must know all about automobiles in 
general, and everything about his own automobile 
in particular, before he can intelligently impress 
the image of that product upon another person’s 
mind. 

You and I are thoroughly familiar with auto¬ 
mobile construction, and it seems as if everybody 
ought to know, for instance, what a carburetor is 
for, how it works, what is the principle employed, 
and all about it. 


Know 

and 

Believe in 

Your 

Goods 


It is as familiar to us as the hot-water faucet 
in our bath rooms at home—but remember—thou¬ 
sands of people who are buying cars this year and 
next, are absolutely new to the game. 


* * * 

Many of them couldn’t tell a carburetor from 
a crank shaft. They don’t know why nickel steel 


HOW TO SELL AN OVERLAND 


Know 

How to 

Clearly 

Explain 

Every 

Detail 


is the thing to use in valve heads. It would look 
just the same to them if it were brass or wood. 

Your prospects will ask of you all sorts of queer 
questions from their little disconnected automo¬ 
bile knowledge—you will have to answer a host 
of strange objections. You must be ready for 


And so I say first of all that a man who sells 
cars must I^noW cars, and most of all his car. He 
must realize what it means to have an offset crank 
shaft on his machine. He must be able to explain 
the advantage of cylinders cast singly; of the 
three-point suspension; of a straight line shaft 
drive; the unit power plant and transmission axle 
unit. 

And he must be able to impress these points 
so strongly upon the purchaser’s mind that he ab¬ 
solutely would not buy a car without these 
features. 

* * * 

Now and then, of course, you will find a buyer 
who knows something about automobiles, who 
will ask the most embarrassing questions. 


14 






FIRST, KNOW YOUR GOODS 


If you know your story and can answer him 
intelligently and tactfully, you will frequently 
make the sale. Whereas, if you are confused, 
he will think you do not know your business, and 
go elsewhere. 

This is simply human nature; you and I would 
do the same thing. 

* * * 


You have Overland cars in your garage. Study 
them; examine them. Find out the details of 
each part and what it is there for. You should 
know what every part is built of, and why. 

You should be able to tell your prospect such 
an interesting story of the car, its materials, con¬ 
struction and design, that it will seem to him the 
most desirable thing on earth. You cannot do it 
unless you absolutely know the car. 

Then again, you must be fully persuaded that 
this car of yours is the very best thing a man can 
buy with his money. Do not go at it half-heart¬ 
edly. The car is good, the materials are there, 
the construction is there, and the workmanship is 
there. 


The Most 
Desirable 
of all 
Automo¬ 
biles 


15 




HOW TO SELL AN OVERLAND 


Be 

Enthusi¬ 

astic 


Furthermore, it embodies features of simplicity, 
reliability and ease of control that cannot be found 
in any other car in the world at any price. 

Believe in your goods! Man alive, you ought 
to be crazy about your goods! You must think 
them, talk them, dream them; day and night. 

Y- Y- 

Sometimes a salesman will make a fairly good 
argument, interest his customer to some extent, and 
then perhaps will come up some little question of 
comparative detail, which the customer thinks 
should be made some other way. 

He does not like this, or he thinks that ought to 
be of another type. Perhaps here is the whole 
sticking point, the whole axis upon which the 
sale turns. 

Now, if you admit to that man that his other 
design would be better and more desirable, you 
are going to lose that sale just as sure as you live. 

If, on the other hand, you agree with the man 
that his idea is a good one, but say that the part 
or design used in your car is much more desirable, 
and have good sound reasons to show him why, 
the chances are you will win him then and there. 


16 




FIRST, KNOW YOUR GOODS 


I have known salesmen who were so very re¬ 
sourceful, who knew their story so well, and who 
believed in their goods so thoroughly, that it was 
impossible to raise an objection which they could 
not meet and simply overwhelm with a flood of 
irrefutable evidence which would sweep all be¬ 
fore it. And you can bet they were the boys who 
copped the coin. 

* * * 

The next thing is to know the other fellow's 
goods. Know them, but don’t talk them. Par¬ 
ticularly don't knock them. Nothing but a re¬ 
bound ever came from a knock. Make no com¬ 
parisons. Ask your prospect to make them for 
himself. But be informed. Keep posted. 

If your prospect shows a liking for the “Jones” 
car, say—“Yes, that looks like a fair machine. 
Of course it does not have the desirable points of 
an Overland.” 

Then proceed to go into some of these strong 
points with a vim and earnestness that will make 
him forget there ever was such a car as the 


Be Able 
to 

Answer 

any 

Objection 




# 


Have Definite Prospects 


t 


Chapter III. 

Have Definite Prospects 

A good duck hunter does not go out in the 
marshes, and when he sees a flock of ducks over¬ 
head, shut both eyes and blaze away blindly at 
the mass. 

If he knows his business, he picks out a big fat 
one, just about in the middle, waits until he gets 
him just where he wants and then lets go right 
and left. 

This man has aimed at something and it is a 
hundred to one he will bring it down. If not, 
something close by is apt to drop, anyway. 

The same way in selling an automobile. Don’t 
sit in your garage and wait in the hopes that some 
one will turn up, and say—“Here is a thousand 
dollars—give me a Model 38.’’ 

They won’t! 

You’ve got to have a definite list of prospects 
who can afford to buy cars and ought to have them, 
and you’re the boy that has got to get out and 
hustle, and finally sell them the cars, just the way 
a life insurance agent sells his policies. 


Aim at 
Some¬ 
thing 
Definite 


* * * 

21 


HOW TO SELL AN OVERLAND 


There are hundreds and thousands of men 
within a few miles of your garage who ought to 
own Overlands. The only question is how to 
sort them out from the rest and give your whole 
attention to them. 

* * * 


How the 
Company 
is Help¬ 
ing You 


* * * 

Just how much he is interested, we cannot say. 
We don’t know, neither do you; but it’s up to 
you to find out. Cards representing these dif¬ 
ferent inquirers will be sent you regularly. 

You are expected to report on these cards, as 


This company is spending several hundred thou¬ 
sand of dollars in the best sort of advertising. 
Every advertisement that we print contains a cou¬ 
pon, and these coupons are being returned to us 
with prospects’ names at the rate of between five 
hundred and a thousand every day. 

These coupons come from all over the country, 
from Maine to California, and every one of them 
is sorted out, classified, the writer referred to the 
nearest agent, and the nearest agent notified that 
this particular person is interested. 





HAVE DEFINITE PROSPECTS 


to whether the party seems a likely prospect, or 
was a mere curiosity seeker. 

If the former, we will guarantee to keep him 
interested in the Overland for a long time. If the 
latter, you and we will both drop him, and give 
our attention to more promising fields. 

But the thing to do is to sort out these sheep 
from the goats; to know where to direct our ef¬ 
forts; and to help you direct yours. 

If it is worked right, this inquiry follow-up 
system will be one of the greatest aides to you 
that could possibly be devised. Make the most 
of it. 


We will help you do it. 

* * * 


Then again, you must make up your mind to 
do a liberal amount of local advertising. Do it 
in the best newspapers, where it will be seen and 
get a hearing. 

Advertise in the home papers that here in your 
own garage are the cars that are so wonderful; 
the cars that everybody is reading about. 


You Must 
Do Your 
Part 


23 




HOW TO SELL AN OVERLAND 


Here are the cars which are so popular that last 
year the entire product was oversold three times 
over. 

Ask the people to come in and see them; to 
judge for themselves whether there could be any- 
thing better than these Overland models. 


Get Your 
Prospects 
to Con¬ 
vince 
Them- 
selves 


* * * 

Put it right up to the people themselves. They 
are the final judges. The only way you can 
make people realize how good is this car, is to 
get them to try it themselves. You know what the 
car will do. Show them! 

And the thing to do whenever a man comes 
into your garage and seems at all interested, is 
to get his name, and give us a chance to help you 
from this end. Let us send him a “Scout” and stir 
him up every now and then with Overland liter¬ 
ature. 

If you think the man is a good prospect, don’t 
lose sight of him. You can’t always sell him the 
first time you try. See him again another time, 
and don’t drop him until you are absolutely con¬ 
vinced that the man either has not the money to 
buy, or could not be persuaded. 






HAVE DEFINITE PROSPECTS 


Let us repeat again, do not lose track of these 
prospects. Have a definite list of them, and keep 
right after the list. 

* * * 

I suppose that every one of these inquiries costs 
us $10 apiece. Remember that represents money 
we paid out of our pocket to buy those selling 
leads which we put into your hands, as people 
who are in the market for your cars. Do not let 
us lose that valuable matter. 


25 






Confidence Gets the Order 
























Chapter IV. 

Confidence Gets the Order 

There are thousands of fairly good salesmen 
who can describe their goods in nice fashion, put 
up a gentlemanly appearance, make a good im¬ 
pression on their prospect, make him think well 
of their proposition and even almost put in the 
order, but still they do not get the name “on the 
dotted line.” Why is it? 

I want to tell you, gentlemen, that the reason Ask 
is, because the salesman does not asl\ for it; at For What 
least if he does ask for it, he does not do so as if You 
he expected to get it. 

These men, otherwise, are perhaps almost every¬ 
thing a salesman should be. All the curves and 
slants and pleasant mannerisms and all that, and 
yet when it comes to getting the order, they fall 
down. 

And until they learn not to fall down on the 
final result they will never be real salesmen. 

The other day I talked with one of our best 
selling agents. 


29 


HOW TO SELL AN OVERLAND 


He told me that right in his own garage he 
had a young fellow who was almost brilliant as 
a descriptive talker; who could make his cars de¬ 
sirable from every point of view. He could, in 
a word, get everything but “the name on the 
dotted line.” 


Expect 
Success 
and You 
Will Get 
It 


This man said to me—“I don’t see yet why 
that boy can’t sell cars. I know he tries hard, 
works industriously and conscientiously, and yet 
he cannot get the orders! I have taken him with 
me time and time again after he had fallen down 
on a sale, and I have walked into the man’s office, 
talked with him five minutes, and at the end of 
that time, gone away with the order in my pocket, 
along with his deposit check.” 

“And I want to tell you, Mr. Dutton,” he 
added, “it was simply because I asked for it, and 
I asked for it as if I expected to get it ” 

* * * 

That’s the way! 

If your prospect says he likes the car, and thinks 
maybe he will put in his order a little later, say— 
“Well, why not put in the order right now, and I 


80 





CONFIDENCE GETS THE ORDER 


will have your car included with a shipment that 
is being made up for me from the factory.” 

“These are the best riding days of the year. 
You cannot afford to be without the car this 
weather. Last year there was over 8000 disap¬ 
pointed buyers who could not get Overland cars 
simply because they held off their orders a little 
too long. Now let’s be sure of getting yours on 
time.” 

# * * 

At this stage of the proceedings I would hand 
him an order book with one hand and a fountain 
pen with the other, and say —“just sign right 
here” Why—before the man knows it, the 
thing’s all over. 

You’ve got his signature in your book, and he 
gives you his deposit as a matter of course. 

You’ve sold the car. 

Nine hundred and ninety-nine out of every thou¬ 
sand people simply want a leader, someone to 
push them—someone to show them what to do 
and help them do it. If you lead a man up to a 


Get 

Imme¬ 

diate 

Action 


31 






HOW TO SELL AN OVERLAND 


“The 

Little 

Shove” 


certain point, fill his mind full of belief in what 
you are selling, fire his imagination with a desire 
for it, give him a suggestion showing him how to 
do it, and then give him a little shove —its all 
over. 

But don’t forget to give him that little shove. 


32 






After the Sale is Made 

































Chapter V. 

After the Sale is Made 

After the sale is made, it is important to make 
the next thing, and that is a get-a-way . Your 
successful salesman does not play any “Linger- 
longer-Lucy” game, once he has made his sale. 

Not he. He has been there before. 

He knows mighty well if he hangs around 
and talks to his customer about crops, baseball, 
and the price of cotton and steel, just as like as 
not that fellow is going to change his mind and 
say—“Maybe I was a little too hasty about that 
car business. I guess I won’t take the car just 
now.” 

Don’t give him the chance! Get away! 

' Tell him you have an appointment to take out 
the mayor for a demonstration. 

Tell him any old thing, but get away , and get 
his check deposited. 

There is nothing underhanded, or on the order 
of the hold-up game about this. It’s simply that 


Get 

Away 


35 


HOW TO SELL AN OVERLAND 


Overcom¬ 

ing 

Inde¬ 

cision 


you are combatting one of the worst frailties of 
the human mind—that is to say indecision. Why, 
don’t you know that many people “change their 
minds” with the ease and frequency of a healthy 
chicken? 

You know how that is. You get out on a 
country road and there old Mrs. Hen squats in 
the middle of the highway, and waits until you 
are almost on top of her, and then runs back and 
forth in front of the wheels (quite unable to select 
between port or starboard), until finally she loses 
two or three feathers and at the last instant lets 
out a squawk and flies off to one side. 

People are very much like that. 

It takes some folks forever to make a decision, 
and forevermore to stick to it. 

What you have got to do is to help them make 
their decision, and once it is made, don’t give them 
a chance to make a different one. 

* * * 

When the new car comes to you, go ahead and 
deliver it to your customer, and be sure he thor¬ 
oughly understands it before you turn him loose. 


36 



AFTER THE SALE IS MADE 


To be sure it is probable nothing very serious 
would happen, unless he tried to climb a tree with 
it. 

But it is best to be mighty sure he is capable of 
running it before he starts alone. 

* * * 

Above all things, impress upon his mind the 
necessity of oiling his car. 

The 

Import¬ 
ance 
of Oil 

That he must take constant care in this respect, 
if he never has the body washed or does anything 
else to it. 

You cannot put this too strongly. Practically 
the only trouble Overland owners ever had with 
their cars was due to failure to oil them. 

* * * 

Here is another point. Be as accommodating 
as you can to old customers. 


Tell him he need not do a single other thing 
except keep it full of gasoline and water. But if 
he doesn’t oil it, the world will come to an end, 
so far as his automobile experience is concerned. 
Tell him that a car simply will not run without oil. 


37 




HOW TO SELL AN OVERLAND 


It Pays 
to Be 
Accom¬ 
modating 


There are thousands of people ready to swear 
that any automobile dealer will forget him abso¬ 
lutely, once he has sold him a car; that once he 
gets the money, his interest ends. 

“Our interest in an Overland Automobile does 
not end when the sale is made—it is just then 
begun”—is the way Sales Manager Barker ex¬ 
presses the attitude of the factory. 

Now, if you will be the one “different” 
dealer in your town, you will sure be the boy who 
will get the business. 

I want to tell you right here that the truest adver¬ 
tising phrase ever coined, is that little kicker which 
reads—“We are advertised by our loving 
friends.” 

If you treat your old customers so well that 
they feel you are as glad to see them after you sold 
them the car and got their money as you were 
before, the first thing you know the belief will 
get around town that there is one agent who takes 
care of his customers, who is interested in them, 
who helps them keep out of trouble, who is the 
man to do business with, and you will find that 

38 




AFTER THE SALE IS MADE 


you and your Overland cars are what they are 
talking about. 

You can’t buy a reputation like that to save your 
life. If you could, it wouldn’t be any good, but 
you can earn it, and it’s worth a thousand times 
more than it costs. 

* * * 

Now we are going to give you here a few 
Overland selling points. Make the most of them. 
They are certainly worth something. 

If you can think of better ones, why, use them 
by all means, but these are pretty good. 


39 






How to Go About It 


V- 



Chapter VI. 

How to Go About It 

The first thing is to find out what type of car 
interests the prospect. 

If he is a man of family, a touring model or a 
car with some combination of rear seats is of course 
necessary. 

On the other hand if he simply wants a small 
runabout for himself and wife, an Overland 38 
or 40 is just the car for him. 

But the thing to do, once having found his 
requirements, is to center his attention on the one 
car which best suits them, and keep it there. Don’t 
let his attention get diverted to other models. You 
can probably only sell him one car. 

Don’t waste your powder. Make your whole 
effort on the one car which would be of most 
service to him . 

* * * 

By this time you have probably had a chance 
to size up your man to some extent. Gauge your 
talk according to his knowledge. 

43 


Concen¬ 
trate on 
the One 
He 

Wants 


HOW TO SELL AN OVERLAND 


Don’t 

Mention 

Names 


If he is a novice, talk simplicity, performance, 
reliability—show him what the car has done and 
will do—don’t bewilder him with technicalities. 

If he asks direct questions as to any part, its 
materials, construction and design, be sure to an¬ 
swer them fully, showing him that the very points 
he raises are some of the most desirable features 
of the Overland. 

Maybe he has in his head the one idea that a 
crankshaft ought to be tremendously strong—per¬ 
haps some friend of his has had unfortunate ex¬ 
perience with this part. You’ve got to convince 
him that the Overland crankshaft is the best that 
could possibly be built—otherwise you’ll lose him. 
* * * 

Never compare your cars with any other except 
in a general way. Say—“some other machines, 
for instance, have only a 2" bearing here, where 
we use a 4" bearing with twice the strength”— 
never, ‘‘the ‘Jones’ car has only a 2" bearing here.” 

If you ever so much as mention the name of 
another car, he’ll surely think you’re exaggerating 
and want to see the other car, anyway, before he 
buys. * * * 


44 






HOW TO GO ABOUT IT 


If your prospect is a man who knows cars, go 
at him hard with mechanical details. 

Flatter his knowledge by saying—“Of course, 
anyone with your experience knows what it means 
to have an engine with cylinders cast singly, and 
offset; a five-bearing crankshaft; three point sus¬ 
pension; straight line shaft drive with all moving 
parts enclosed; a unit power-plant and transmis¬ 
sion axle unit. 

Naturally a novice wouldn’t understand such 
points, but you will realize that only the highest 
priced cars have had any of these advantages here¬ 
tofore, and yet this Overland now combines them 
all, and every other part of the car is of equally 
high grade.’’ 

To this man you can effectively talk materials 
and construction, describe the nickel steel valve- 
heads, drop-forged front axle, annular transmis¬ 
sion bearings, heavy pressed-steel frame and other 
points of a similar nature. 

Remember that the very details which would 
confuse a novice will actually sell the ear to an 
expert. 


Talk 
Simplic¬ 
ity and 
Perform¬ 
ance 
to the 
Novice- 
Techni¬ 
calities to 
an Expert 


45 
















Talks to a Novice 


Chapter VII. 

Talfas to a Novice 

Here are a number of good selling points in 
condensed form. 

Read them over and over. Thoroughly fa¬ 
miliarize yourself with them. Get your mind 
saturated with the hundreds of good points about 
this wonderful car of ours. Believe them yourself 
and make the other fellow believe them. Choose 
from them those best suited to each individual 
case, and put them into your own words. 


* * * 


We are in business to stay . 

We have over ten million dollars invested in 
plants and equipment and expect to be in this busi¬ 
ness for many years. 

This industry is established on sure founda¬ 
tions, and there will always be a demand for a 
moderate priced automobile which is thoroughly 
good and dependable. 


A Real 
Automo¬ 
bile with 
a Real 
Manufac¬ 
turer 
Behind It 


49 


HOW TO SELL AN OVERLAND 


Eventually it will be a case of the survival of 
the fittest. The weak concerns and those in busi¬ 
ness for a big, quick profit will not last, but a great 
company like the Overland, making an honest car 
at an honest price, will be among the few that 
survive. 

It’s worth a lot to a buyer to know that the 
makers of his car are in business to stay. 

* * * 


A Car 
Which is 
Built — 
Not As¬ 
sembled 


All Overland cars are built, from the ground 

up. 

A built car is always more valuable than an 
assembled car. 

The various parts are designed for each other 
in our own draughting rooms; cast, forged or 
pressed in our own special departments; machined 
by automatic tools in our own machine shops; 
reamed, ground and tested in our own factories; 
and the perfect parts finally assembled in our own 
assembly rooms. 

There is no chance for error, delays in supply or 
insufficient strength anywhere. Every piece and 
part is especially designed, tested and manufac¬ 
tured for its special duty. 

50 




TALKS TO A NOVICE 


The Overland Company is one of the very few 
which manufactures completed cars from raw ma¬ 
terials to the finished product. This not only in¬ 
sures a better automobile, but, manufacturing in 
tremendous quantity as we do, enables us to manu¬ 
facture economically all along the line. 

The buyer gets the benefit. Our $1,500 car, 
for example, would cost at least $3,000, if put 
on the market by ordinary methods. 

Should you ever have an accident, you can im¬ 
mediately get at low expense a perfect-fitting new 
part from the Overland factory stock. 

Did we buy instead of build these details, de¬ 
lays, high prices, and inefficient parts would surely 
result. 

This has been the history of thousands who 
have had endless trouble with assembled cars. 
Profit by their example. 

Never buy an assembled car. Buy a real car, 
one which is built throughout by its makers. 

* * * 

“What is the guarantee behind your car?”—is 
a question you will often hear. 


A Car 
Guaran - 
teed 
for Life 


51 




HOW TO SELL AN OVERLAND 


A Car 
that Lasts 
for Years 


Say—in answer —“we guarantee this car for 
life.” (The Overland Company will stand firmly 
behind you on this proposition.) 

Say to your prospect—“Some makers give a 
guarantee for 30 days, or 60, or 90 days, but is 
this what you want? 

“No! You are not buying an automobile for one 
month, or three; you expect to use the car for 
years. 

“You are not investing your good money in a 
machine which its makers ‘believe’ will stand up 
for a few days, and after that say—‘well, it’s 
your car now—fix it yourself!’ 

“No—what you want is a real car! A car built 
so thoroughly, so carefully, so correctly in every 
detail that its makers say, as does the Overland 
Company—‘We have built your car to run, and 
keep running. We have put into it the best en¬ 
gineering skill, the best materials and the best con¬ 
struction which we know. 

“The car is so good that with reasonable treat¬ 
ment it will last and give service for many years, 
until it is absolutely worn out. 

52 




TALKS TO A NOVICE 


If it does not —if any single part breaks, fails, 
or proves inefficient through any fault of ours, We 
will mal^e it good. There are no strings to this 
offer, and no time limit. These cars are right!’ 


“Of course”—you tell your prospect—“we ex¬ 
pect you to do your part. 

“You must oil your car; you must keep it sup¬ 
plied with gasoline and water; you must keep it 
in the road. You must remember it is a piece of 
perfect mechanism, practically trouble-proof if 
you let it alone, and treat it fairly. 

“And if you will do this, we, and the Overland 
Company, will guarantee the car to you for life. 

“Where could you find another guarantee like 
this?” 

¥ ¥ ¥ 

“The Overland is the most economical car in 
the world to run. 

“This is a frank, plain statement and means just 
what it says. 

“In gasoline and oil consumption, in upkeep and 
repair items, an Overland will show the lowest 
possible cost of maintenance. 


Most 
Econom¬ 
ical Car 
in the 
World to 
Run 


53 




HOW TO SELL AN OVERLAND 


All 

Overland 
Owners 
Report 
Low Cost 
of 

Upkeep 


“The purchase price of many cars is simply a 
beginning of the expense to the buyer. 

“This is particularly true of assembled cars. 

“The average assembled car costs more to run 
than it does to buy. 

“On the other hand, a built car like the Over¬ 
land, will run, and k ee P running, at minimum ex¬ 
pense, for many years. 

“Many Overland owners report running aver- 
of twenty miles per gallon of gasoline. 

“Last summer an Overland beat out nineteen 
cars (including most of the leading makes), in 
the Buffalo One-Gallon Contest, with a run of 
26]/2 miles on a gallon of gasoline. 

“A Toledo owner last fall made thirty-four 
miles on a gallon and a quart—with five pas¬ 
sengers in the car. 

“E. R. Stockwell, of Mechanicsburg, Ohio, 
mentions a run of 417 miles over hilly country 
roads, carrying five passengers and a heavy load 
of touring equipment, on 22]/2 gallons. 


54 




TALKS TO A NOVICE 


“Dr. Tulley of Granite City, Ill., last fall toured 
for 5,166 miles in an Overland Roadster, carry¬ 
ing three persons, a camping outfit, provisions, and 
luggage—at an actual cost of three-fourths of a 
cent per mile. 

“We could give thousands of other instances. 

“A horse and buggy would cost from $200 to 
$250 per year in maintenance. 

“You can run an Overland all season for from 

$50 to $100. 


55 


















Talks to a Novice 

(Continued) 






Chapter VIII. 

Tallis To a Novice — (Continued) 

Tell your prospect that, short of his own per¬ 
sonal experience, the best way to find out about 
the Overland is to ask people who own them. 

Tell him that you don’t refer him to any special 
owner or to your personal friends; tell him, rather, 
to ask any man who owns an Overland—it matters 
not who he is, or where he is. 

Tell him you have never yet heard of a dissatis¬ 
fied Overland owner. That if there is one any¬ 
where, you and the Overland Company want to 
know it, and find out the reason. 

Tell him you could show him thousands of un¬ 
solicited testimonials, each telling, in its own 
different way, how satisfactory the car has proven; 
how it has done everything that could be asked 
of any car, regardless of price; how it has repeat¬ 
edly excelled in performance cars costing two, 
three or even four times its figure; how, for sim¬ 
plicity, service and reliability it is absolutely un¬ 
approached. 


Thou¬ 
sands of 
Satisfied 
Owners 


59 


The Car 
that Sells 
on Sight 


HOW TO SELL AN OVERLAND 


Give a few prominent instances right in your 
own town—and tell him that these experiences are 
but samples of what we would hear wherever we 
went. * * * 

Tell him how the Overland Company has 
never been able to keep up with orders. 

How every year there have been crowds of 
disappointed buyers who have not been able to 
get Overlands because their orders were too late. 

How three years ago, four hundred Overland 
cars were built and orders received for two thou¬ 
sand. 

How last year, four thousand were built, and 
orders placed for twelve thousand; and that this 
year twenty thousand are being built, and sixteen 
thousand of these were actually ordered before the 
first new model appeared on the road. 

These are facts. You can’t play them up too 
strongly. It’s a wonderful record and simply 
caused by the fact that this car is so good it is 
known in the trade as “the car that sells on sight.’’ 

Why, every car that goes out on the road sells 
at least four others, simply on its record of results! 


60 




TALKS TO A NOVICE 


Look at what happened last year—four thou¬ 
sand sold. Sixteen thousand asl^ed for, the fol¬ 
lowing season, on the record of this four thousand, 
before anybody knew what the company would 
build—before there was even a test car on the 
road! 

Isn’t this a wonderful record ? There was never 
another like it. 

There never was another car like the Overland. 

* * * 

The superintendent of our factories says that 
the Overland is “the most carefully tested car in 
the world.” And he ought to know. 

He has been in the bicycle and automobile 
manufacturing business, with five great concerns, 
for eighteen years. 

He is a mechanical and executive genius. 

He has occupied about every factory position 
from bench mechanic to where he is now in com¬ 
mand of an army of five thousand men. 

Up to last year he had always built high-priced 
cars; four and five thousand dollar cars. 

And now he says from his personal knowledge 
61 


The Most 
Carefully 
Tested 
Car in the 
World 




Thous¬ 
ands of 
Tests 


HOW TO SELL AN OVERLAND 


—and he means it —that the present Overland 
is the most carefully tested of all automobiles. 

There are 5,645 parts, for instance, in an Over¬ 
land “Forty-Two.” 

Every individual part is tested again and again 
during the process of manufacture. Every group 
of parts is tested. Every assemblage is tested. 
Every semi-finished and every completed car is 
tested for hours, on the road, under the most stren¬ 
uous conditions. 

If you should count each test, you would find 
that every Overland car receives over 12,650 sepa¬ 
rate tests and inspections. 

See what this means! An absolutely perfect 
automobile. It means “that each individual part 
has the strength, power and efficiency intended 
by the designer. 

That each part is identical with every other 
similar part and therefore interchangeable. 

That each part fully performs the special duty 
assigned to it and works in harmonious relation 
with every other part. 


02 







TALKS TO A NOVICE 


That the car in its entirety is not only an as¬ 
semblage of perfect factors, but is itself a perfect 
assemblage, guaranteed by repeated tests of the 
finished product. 

Your safety will often depend on the integrity 
and staunchness of your car. Life and limb are 
in the care of the mechanics who built it and 
the experts who made sure that it was right. 

Can you afford to take chances with an ordinary 
car? 

Can you afford to buy one less carefully tested 
than an Overland? 

* * * 


Liberality 
of the 
Overland 
Company 
on 

Repairs 


Here is a strong argument. 

“A car may be ever so good, but still an un¬ 
desirable purchase if the company behind it will 
not stand back of its product and give its custom¬ 
ers fair and liberal treatment. 

“There is more to manufacturing than merely 
building and selling a product. 

“Look at the Overland guarantee. The cars 
are built to make good. If they do not, the com¬ 
pany will. 


63 




HOW TO SELL AN OVERLAND 


The 

Company 
Takes 
Care of 
Its 
Cus¬ 
tomers 


“There are many cars whose makers deliberate- 
ly plan to make about as much profit on their re¬ 
pair parts as they do on the original selling price. 

“Should you buy their cars and need a spare 
part, you would have to pay an exorbitant price, 
or go without, for you could get it nowhere else. 

“Compare this with the Overland policy. 
Should an Overland part break in service through 
any defect, the company will instantly make it 
good. 

“Should you meet with an accident, the com¬ 
pany will sell you any necessary parts at factory 
cost plus a fair manufacturing profit. 

The factory does not question or quibble over 
who is responsible for a damaged part. 

If there is even a possibility that there was a 
defect, the replacement will be immediately made 
without charge. 

When you buy an Overland Car, you buy an 
interest in the Overland Company.” 

* * * 

“When you buy a car from us,” you tell your 
prospects, “you are dealing with the Overland 

64 






TALKS TO A NOVICE 


Company. It is the policy of the Overland to 
make every agent a part of the Company. 

“We know exactly what we can do, and that 
the factory will do for us whatever it promises. 

“There is no favoritism in deliveries. 

We, in common with all Ovefland Dealers, 
have been allotted a certain proportion of the cars 
we asked for. They will be shipped at specified 
times. 

“No one else can get these cars, nor can we get 
any cars that have been promised other dealers. 

“We have our own territory and no other agent 
can sell Overlands there, nor can we sell Over¬ 
lands anywhere else. 

“You will get exactly the same fair, square 
treatment here as you would in every other Over¬ 
land agency, wherever it might be, for every Over¬ 
land agent is a part of the Overland Company, 
and bound to represent it by the same policy and 
methods of doing business. 

“When you deal with us you are dealing with 
the branch of a ten million dollar concern, not 
with an irresponsible small business.” 

65 


You Are 
Dealing 
With the 
Company 


































Talks to a Novice 

(Continued) 







Chapter IX. 

Tallis To a Novice — (Continued) 

Sometimes a prospect will say he likes your car, 
but he won’t decide definitely until he has tried 
the “Jones” or the “Smith.” 

Don’t object to this if you see he is determined. 
And be very careful not to “knock” these cars 
at all. 

Say—“Why, certainly, you will get a much 
better comparison that way. 

“Try the others first and find out all about them 
—then, when you are all ready, come back here, 
and I will give you a demonstration in the best 
car of the lot. 

“And after your experience with the others, 
you’ll better understand why.” 

Don’t worry. He’ll come back. 

But be courteous—very, very courteous. Be 
kind, be interested in getting your man exactly 
what he wants, above all be broad and liberal- 
minded. Show him you welcome comparison; 


“Try the 

Others 

First” 


69 


HOW TO SELL AN OVERLAND 


Invite 
Compar¬ 
ison— 
Your Car 
Will 
Stand 
the Test 


that you positively court it. That you want him 
to be absolutely convinced of his choice before 
he places his order. 

Don’t worry. Your very courtesy and interest in 
his welfare will bring him back to you. And an 
honest comparison—made by him—will invari¬ 
ably decide him on an Overland. 

Mr. Atwood of Toledo tells an amusing story 
of ten Catholic priests who recently came into his 
garage interested in Touring Cars. 

He showed them one and talked it over, but 
when he finished they said they would not decide 

until they had seen the “-the “- 

and the “-” as well as several others. 

He agreed that this was a good plan, invited 
them cordially to try all the others first, and then 
come back for the best car. 

Three days later they called again, and after 
an hour’s demonstration, Mr. Atwood had the 
pleasure of taking their orders for the entire ten. 

Mr. Ackor of Newark tells of similar experi¬ 
ences, and so it goes. 

Invite comparisons—but never make them your¬ 
self. 


70 







TALKS TO A NOVICE 


(In answer to arguments as to 
so-called “fast cars.”) 

“We do not build racing machines. 

“Overland cars are intended for practical use 
in the hands of sensible people. Any Overland 
will travel between fifty and sixty miles an hour 
on a good road, if fast going is wanted. Even 
this is twice as fast as a careful owner will drive. 

“If a seventy-five to ninety-mile-an-hour-car is 
wanted, you will have to buy elsewhere. 

“We could get that speed in the usual way 
if there were any reason for it, simply by putting 
in higher gears, boring out the cylinders abnor¬ 
mally, drilling the frame to a dangerous lightness 
and employing drivers to risk their lives in useless 
effort. 

“But there is neither sense nor profit in building 
racing cars. 

“The common practice of building special rac¬ 
ing cars of twice ordinary speed, and claiming 
their records for “stock” machines, is as dishonest 
as it is misleading. 


We Make 
Records 
in the 
Hands of 
Owners— 
Not On a 
Track 




HOW TO SELL AN OVERLAND 


Simplic¬ 
ity and 
Accessi¬ 
bility 


‘Overland automobiles are sold on their merits; 
there is no pretense about them. 

‘Excessive high speed is dangerous in an auto¬ 
mobile. It is the cause of more than nine-tenths 
of all accidents. You do not want to take chances 
—with the usual results. 

“You want a car which is absolutely reliable 
under all conditions, which will invariably take 
you ‘there and back’—quickly and surely. 

You can find no better car for this than the 
Overland. It will show all the speed you dare 
to use, have plenty more in reserve, and in a day’s 
run pass the so-called “fast’’ machines “hung up’’ 
all along the road. 


* # * 

Simplicity is one of the most desirable features 
in automobile construction. 

It is a result all intelligent engineers strive for. 

It means better construction, higher efficiency, 
greater strength, less liability to get out of order, 
greater ease of adjustment and repair, and it means 
economy. 


72 




TALKS TO A NOVICE 


It means a car which will “keep going” with 
the least trouble and expense. 

The Overland is the simplest good car in the 
world. No one who knows cars ever questions 
this statement. 

Its designers have held two things foremost in 
mind. 

They are simplicity —and certainty. 

Every possible means has been employed to 
eliminate complexity. 

Every mechanical function has been made auto¬ 
matic wherever practical. Everything has been 
made instantly accessible—“get-at-able.” 

Where other cars use two or three delicate parts 
in out of the way places, the Overland employs 
one accessible part, of ingenious design, giving 
many times the strength. 

One Overland part does away with seven com¬ 
plicated pieces. Another takes the place of forty- 
seven. A third does the work of sixty-five. 

And so throughout the car. Simplicity, access¬ 
ibility, increased strength, big factors of safety and 
highest efficiency everywhere. 

73 


All 

Useless 

Parts 

Elimi¬ 

nated 




All Parts 
Easy of 
Access 


HOW TO SELL AN OVERLAND 


The result is a car reliable as a clock. You 
wind the clock and you crank the car. 

Anyone can drive it. Anyone can “keep it 
going.” Anyone can take care of it. 

The car needs nothing but gasoline, oil and 
water. There never was a car like it. 

From the mere standpoint of simplicity alone, 
the Overland is the most desirable car in the 
world to own. 

Its accessibility is remarkable. 

Everything is within quick reach for inspection 
or adjustment. 

For instance, see how easy it is to clean the 
gasoline supply system. Instead of taking the car 
to pieces, you merely remove one large screw cap 
—big enough to put your arm in. 

Poor gasoline can’t stop your Overland. You 
can clean out the entrance to the supply pipe and 
be on your way in five minutes. 

This is but one example among many. You 
will find these features only in an Overland. 

The motor is so accessible that an owner can 


74 




TALKS TO A NOVICE 


instantly get at all moving parts. You could 
make quick adjustments of the carburetor and 
breaker box—even when in evening clothes— 
without soiling clothes or hands. 

You might never need to do this, but—as De¬ 
signer Cameron observes—“you can’t get at the 
mechanism of most cars in any clothes at all!" 

* * * 

Overland cars are notably quiet in operation. 

Engine, transmission and all moving parts are 
so designed that friction is reduced to a minimum, 
and there is no looseness or side play anywhere. 

You cannot hear a sound from the engine on the 
road. When running idle beside a curb, you 
would ordinarily say the motor was stopped. The 
mechanism is so perfect that it runs with the 
smoothness of electricity. 

The car will not rattle. Try it over a railroad 
crossing. Everything is tight and solid. All such 
parts as yoke ends, clevis pins, etc., fit accurately, 
and there is no chance for play in either direction. 
Another cause of the Overland’s quietness is the 
absence of radius rods and all other unnecessary 


A Silent 
Car 


75 





HOW TO SELL AN OVERLAND 


parts. This is a part of the Overland’s develop¬ 
ment toward simplicity. 

Ideal automobile construction would be—if it 
were possible—to make the car all in one piece. 
The nearer designers approach that construction, 
the nearer they approach the ideal. 

There are less parts in an Overland than in any 
other good four cylinder car in the world. 


76 




Talks To a Novice 

(Continued) 



Chapter X. 

Tallis To a Novice — (Continued) 

“What will an Overland do?” 

It would be easier to answer the question— 
“What wont the car do?” 

It will run from Toledo to New York, for ex¬ 
ample, through a blinding storm and in a sea of 
mud, over “impassable” roads, in thirty-five hours, 
and finish in better running order than it started. 
(Model 38—December 11th, 1909.) 

It will climb a 50% grade. (Hourly exhibi¬ 
tions of the 38 at the Dallas State Fair—October, 
1909.) 

It will faithfully do its work, day after day 
and month after month, regardless of road and 
weather conditions, to the complete satisfaction of 
the most severe critics. (Four Overland Cars in 
Indianapolis, have carried the U. S. Government 
mails for a year and a half, without a single inter¬ 
ruption to the service, and to the entire satisfaction 
of the Postal authorities. These four cars have 
replaced twelve horse-drawn wagons.) 

79 


What the 
Car 

Will Do 


HOW TO SELL AN OVERLAND 


Efficient 

from 

Every 

Stand¬ 

point 


It will run for many thousands of miles without 
so much as an adjustment of the bearings. (A. A. 
Atwood of Toledo has a 1909 Overland that 
did 15,000 miles and another 12,000, each with¬ 
out a single adjustment.) 

It will show a speed of between 50 and 60 
miles per hour, depending on model. (Regular 
factory speed tests.) 

It will consume less gasoline than any other car 
of equal power in the world. (Record of 28 1 /5 
miles on one gallon.) 

It will equal or better the all-round perform¬ 
ance of any car which can be named. (Testimony 
of more than five thousand Overland owners.) 

It will prove the most desirable automobile in¬ 
vestment your money can find. (Ask any Over¬ 
land owner.) 

* * * 


Yes! This car will “do!* It will do any¬ 
thing you could ask of any car, regardless of price. 
Forget price! Buy on performance! Buy an 
Overland! 


80 




TALKS TO A NOVICE 


Impress your prospect with the fact that in view 
of the tremendous demand for Overlands, the 
only sure way to get a car is to order early. 

Point to the fact that for three years thousands 
of wouldbe Overland buyers have not been able 
to get cars because they held off their decision too 
long. That it has never been any question of our 
selling cars—that the question was—who would 
be lucky enough to get Overlands. 

That President Willys, of the Willys-Over- 
land Company—than whom there is no better 
posted expert in the industry—predicts this year 
will see the greatest car shortage ever known in 
the industry, with every Overland sold by Spring. 
Let your prospect understand that you can get 
only so many cars—no more; that it is hard for 
anyone to buy an Overland. 

It is a fact that our entire season’s production 
has been sold to dealers like yourself and that 
even now—in midwinter—the factory is way be¬ 
hind on orders. 

Up to this season, as you know, the car was 
never advertised. It simply sold itself. 


Order 

Now, 

We Can¬ 
not 

Guaran¬ 

tee 

Deliveries 
Later On 


81 



Arousing 

Personal 

Desire 


HOW TO SELL AN OVERLAND 


Factory facilities were multiplied five-fold, the 
car improved, and arrangements made for a record- 
breaking output of twenty thousand cars. And 
then we began to advertise—not so much to sell 
this season’s cars—for they were practically sold 
—as to make known and popularize the Over¬ 
land for succeeding seasons. 

In answer to the first two months publicity, a 
perfect flood of inquiries has been daily pouring 
in. Thousands of new prospects have been in¬ 
terested, and the result has been that by March 
first the factory had sold and actually shipped 
more cars than in all last year. The situation 
will be more and more strenuous when the season 
opens. 

All this means that the advertising is moving 
the cars—quickly and surely. An Overland is 
going to be harder to buy this season than ever 
before. Tell your prospects to order now—it is 
the only sure way to get a car when they want it. 
* * * 

A good strong talk along these lines ought to 
convince your prospect that the Overland is a 
mighty good car. 

82 




TALKS TO A NOVICE 


Your man is now, perhaps, half sold. 

Now make him want the car for himself . 

Tell him how useful a good car would be to 
him. How he could use it in his business, what a 
world of good it would do him and his whole 
family merely as a pleasure proposition. How 
even his wife or children can safely drive it any¬ 
where. 

How inexpensive it is—actually cheaper to 
maintain than a horse and buggy—and ten times 
as efficient. How he can run an Overland all 
season for from $50 to $100. 

How all his friends and neighbors are getting 
cars and enjoying an outdoor life. How the mere 
ability to get outdoors with his family in the fresh 
air, and enjoy its benefits, will save him money 
in doctor’s bills and add years to his life. 

This is the most desirable and popular means 
of amusement nowadays. 

Here is the first really high grade car at a price 
anyone can afford. 

Everybody else is buying an Overland—Why 
not he? 


Useful, 

Inexpen¬ 

sive, 

Desirable 


* * 



HOW TO SELL AN OVERLAND 


The 

Demon¬ 
stration 
on the 
Road 


Get your man into the car at the first propitious 
moment. Show him how comfortable it is. 

Explain how easily it operates. Show him 
how a mere push of one foot engages “low speed 
or reverse, and the other pedal engages high. 

If a sliding gear model, let him push out the 
clutch for himself. Explain that this is the easiest 
working clutch in existence, though it can never 
slip. Most clutches work so hard that it’s a pen¬ 
ance to use them—they’re so stiff that real strength 
is required to disengage them, while even a woman 
can easily operate the Overland. 

There’s a psychological advantage in getting 
the man behind the wheel —probably it’s a new 
sensation for him—he feels as if he was an owner 
—he imagines himself master of all he surveys— 
he wants to be an owner —he wants your car! 

Get him thoroughly enthused on the subject 
before you start away. Then let him see how 
smoothly and quietly it rides, and what a world 
of power it has at command. 

After awhile, when you’re going slowly on a 
nice, smooth stretch of road, with nothing in the 
way, get him in the driver’s seat again and let him 

84 



TALKS TO A NOVICE 


steer. Just tell him to keep in the middle of the 
road—but watch out ahead and be ready to give 
him a helping hand if necessary. 

Take the wheel again yourself before he tires 
of the new sensation. 

Show him a little speed—not too much, he may 
be nervous. Show him a good stiff hill and go 
up it smartly. Go through a little sand for his 
benefit. 

Take him anywhere—in reason—that he wants 
to go. 

Finally, don’t make the ride too long; stop 
while he still wants more—don’t wait until he 
gets tired—stop just before. 

Then is the time, while he’s still enthused, to 
get his name on the dotted line. Go at him hard, 
with a will, using judgment of course, but taking 
it for granted he wants the car. 

Don’t doubt it in your own mind. Have per¬ 
fect confidence that of course he wants the car 
and is going to give you the order. 

The “name on the dotted line’’ is merely a for¬ 
mal detail that will follow as a matter of course. 


Judg¬ 
ment in 
Demon¬ 
strating 


85 




HOW TO SELL AN OVERLAND 


Again We 
Say 

“Don’t 

Knock”— 

The 

Reason 

Why 


Don’t fail to get it; then and there if possible. 

Later, if he absolutely will not sign up there. 

* * * 

W. F. Ackor, President of the Essex County 
Overland Company, with headquarters at New¬ 
ark, N. J., recently sent us an interesting comment 
on the results of a competitor’s “knock.” 

He says—“Another thing that has been a great 

help to us is the jealousy of our ‘-•’ friends, 

located just across the street. Recognizing the 
superiority of the Overland proposition over theirs 
in every respect, the manager loses no opportunity 
of getting in a spiteful rap on every occasion. 

“In fact, his first thought seems to be, whenever 
he talks to a new prospect, to point out the defects 
of the Overland, and the result is he actually talks 
more about the Overland than he does about his 
own car. 

“Many of these people are entirely unacquaint¬ 
ed with our car, but the ‘-’ manager in¬ 

variably succeeds in arousing their curiosity. Many 
get thoroughly interested and look into our propo¬ 
sition at once. 


86 







TALKS TO A NOVICE 


“Time after time his prospects have come 
straight across the street, looked over our cars, and 
given us their order. The best thing of all is that 
there have even been a good number of cases 
where customers booked by him have actually for¬ 
feited their deposits and ordered Overlands. 
Rather than have this competitor abandon his 
‘knocking’ tactics, we would gladly put him on 
oar pay-roll . 

“The effect of his method has made such an 
impression on our own boys that you could not 
get them to mention the name of another car on 
a bet. They apparently don’t know that there’s 
any other car but the Overland in existence. 

“We are doing ‘a land-office business’ this year. 
— — — Is there any possibility of your in¬ 

creasing our factory allotment?” 

* * * 

Practically all your prospects have seen the 
Overland advertising. They read the wonderful 
story in almost every publication they pick up. 
They are familiar with the proposition. They 
know we are making a point of the tremendous 
demand for Overlands, brought about by the sheer 


Follow 

the 

Overland 

Adver¬ 

tising 


87 




HOW TO SELL AN OVERLAND 


value of the cars themselves and their perform¬ 
ance in the hands of owners. They reflect in¬ 
stinctively—for they cannot help it—that there 
really must be something remarkable—something 
very desirable for them in this Overland car. 

The field has already been prepared for you. 
Sow and cultivate it along the same lines. Make 
your prospect realize the absolute truth of the 
claims we are publicly making and their applica¬ 
tion to him, and, half convinced as he already is, 
it will bring you a harvest of sales. 

Plan of Our publicity campaign has been very carefully 

Cam- thought out and arranged. We have planned it 
paign as scientifically and with the experience that an 
expert plans a game of chess. We have brought 
tremendous forces to bear on the public’s weakest 
point, using exactly the tactics of a skillful general 
in the field. We are emphasizing startling facts 
about the Overland which cannot be even claimed 
for any other car on earth. And this is the line 
that will win —we made very sure of that before 
the campaign was begun. 

Reinforce it by your own personal talks with 
your prospects. Talk along the same lines. Ad- 


88 



TALKS TO A NOVICE 


vertise along the same lines. Make your prospects 
all realize that the Overland is the right car for 
them because thousands of other people, with 
needs just like theirs, have bought it, and having 
bought it, say it is above all others the most desir- 
able of automobiles. Because every man who has 
bought an Overland says to his neighbor, from 
his experience—“Buy a car like mine, if you want 
real satisfaction.” 

Thousands have said just that—are saying it 
every day. That is why the Overland factories 
have multiplied to an extent unheard of in the 
automobile industry. That is why the output has 
never caught up with the demand. Why four 
thousand people asked for the four hundred 1908 
Overlands; why twelve thousand asked for the 
four thousand in 1909; why sixteen thousand 
people said—“we want Overlands in 1910” be¬ 
fore they had any idea of what types or quan¬ 
tity the Company would produce. 

“A Wonderful Story?” Of course it is won¬ 
derful! And the only one possible explanation 
is that the car as a car is exactly what the majority 
want. 

89 


The 

Reason of 
the 

Overland 

Success 



Every 
Owner an 
Overland 
Salesman 


HOW TO SELL AN OVERLAND 


That’s the point, gentlemen. Play it—play it 
strong! What one man wants, another wants. 
What sixteen thousand want, will be demanded 
by sixty thousand, once the facts are known. Suc¬ 
cess breeds success. Everybody follows the 
crowd; first with curiosity, then with interest, then 
with anxiety lest they be too late. 

And so it is not the offset crankshaft, nor the 
splendid engine, nor even the simplicity of the car 
that in the end makes your prospects say—“I want 
an Overland.” No—excellent though these fea¬ 
tures are, it is more than any of these. It is the 
great record of results, the unlimited guarantee, 
the piling on of evidence, the army of people who 
say to each other—“The whole car is good. 
You’ll do well to buy an Overland.” 

See how this wonderful success has been put to 
the front in the Overland advertising. We might 
have made prominent a score of good individual 
features. We might have gone into details of 
materials and construction. We might have torn 
the car to pieces in our public announcements— 
and yet, after we were all through, we could have 
said little which could not be said of many other 
cars. 

90 



TALKS TO A NOVICE 


Instead, we are simply telling the facts of the 
Overland’s wonderful popularity. We are show¬ 
ing how every Overland sells four others like it. 
We are making people want the car because every¬ 
body else wants it. We are relying on the un¬ 
failing axiom that “everybody follows the crowd ” 

Work along the same general lines among your 
prospects, and you will find the results much 
greater than if you tried independent tactics. 

* * * 

“It is no longer necessary to tie up a large sum 
in the purchase of an automobile. You will get 
exactly the same service and satisfaction with an 
Overland at $1,000 to $1,500 as with any car 
costing $4,000 to $5,000. The difference only 
pays for a name. You can’t ride the name. It 
will carry you no faster, no farther, no more re¬ 
liably. Any Overland owner will tell you so. 

“The depreciation in an expensive car is a tre¬ 
mendous item. It amounts to more than fifty per 
cent the first year. If you should buy a $4,000 car 
today and use it even three months you could not 
possibly sell it for more than $2,500. In fact you 


Don’t Tie 
Up Large 
Sum in 
the Pur¬ 
chase of a 
Car 


91 




HOW TO SELL AN OVERLAND 


Real 
Value 
in the 
Overland 


would find it exceedingly difficult to dispose of 
at that price. There is little or no market for a 
second-hand high-priced car. The value was not 
there in the first place. The moment it left the 
salesroom, it left its inflated figure behind, and 
immediately found its true level of value. Rather 
than buy a second-hand high-priced car, almost 
anyone will choose a good medium-priced new 
machine. Looking at it any way you will, there 
is no possibility of getting your money’s worth out 
of a high-priced car, either in cash or service. 

“On the other hand, an Overland always has a 
market. You can always dispose of it at a figure 
close to its actual value. Because, the car was 
Worth its price in the beginning. Not only that, it 
was big value —bigger value than can be had 
anywhere else. It was the lowest-priced good car 
in the world, and people know it. You can al¬ 
ways find people who want your Overland and 
will take it off your hands at a good figure, be¬ 
cause there will always be people who cannot 
afford a new car but will jump at the chance to 
save a little money when they know they’re get¬ 
ting value. This is being demonstrated every day. 
Ask anyone who knows. 

92 




TALKS TO A NOVICE 


“If you wanted to sell a $1,500 Overland, for 
instance, after using it a year, you could get about 
as much for it as for another $2,500 car used the 
same length of time. After two years’ use, it 
would bring as much as a two year old $4,000 
car. It only takes a comparatively short time to 
bring cars down to their intrinsic value. 

“These are the facts. Any disinterested per¬ 
son who knows will tell you so. Think them 
over. Buy a car whose price stands for real value 
—whose value lasts.” 

* * * 


“If you are familiar with the manufacturing 
of machinery, you know that plenty of time is re¬ 
quired for each operation. If a force of mechanics 
can earn more money by rushing their work, they 
will certainly rush it, to the detriment of their 
product. This is exactly what happens in auto¬ 
mobile factories using the ‘piece-work system.’ 
The more work a mechanic can turn out, the more 
money he makes. The only check to be had on 
this method is the system of inspection. Now, 
there is no system, or force of inspectors in the 
world, capable of coping with a situation like this. 


Overland 
Cars are 
Built 
Right- 
No 

“Piece- 

Work” 


93 




HOW TO SELL AN OVERLAND 


“Quality 

First” 


The ‘piece-work system’ simply means a poorly 
built automobile. You cannot get anything else 
out of it. 

“A number of large automobile companies are 
using these methods. You can imagine what they 
mean. Hurried, slip-shod work —‘anything to 
get it by the inspector! You can imagine just 
what sort of car the result will be—just how likely 
it is to give way, at some critical time, under the 
tremendous strains of road use. A ‘piece-work’ 
car is a mighty poor proposition in which to trust 
your life on the road. 

“Go through the Overland factories and you 
will see the reverse of these methods. Every¬ 
where you will see signs of thoroughness. In 
every shop, you will see, prominently displayed 
before the workmen’s eyes, the factory motto 
“Quality First.” Every mechanic is paid for his 
time —not for the amount of his output. He makes 
the same wages whether he turns out in a day one 
part, or ten. But, if his one part is not right, he 
cannot stay in the Overland factories. 


94 




TALKS TO A NOVICE 


“The same men build these Overland cars as 
formerly built one of the finest four thousand dol¬ 
lar automobiles. Their habits of work are such 
that they don’t \noW how to do careless work. 
Their experience and training has all been the 
other way. They have always been made to do 
things right —regardless of time. The Overland 
mechanics are considered the finest body of picked 
men in the land. The Overland car could only 
be built by men like these.” 


95 






















Detailed Information for the Exp 





















Chapter XL 

Detailed Information for the Expert — 

The following will furnish information to those 
who wish specific details as to the construction of 
Overland Cars. 

* * * 

All Overland Frames are of cold-rolled steel 
pressed into U-Sections in our own steel shops. 

We use the same grade, character, and gauge 
of steel as is used in the best known four and five 
thousand dollar cars. This is true even of our 
lowest priced models. 

There are few if any other manufacturers of 
medium priced cars using drop frames of the type 
we do. Most of them use straight frames, which 
are less expensive, although the drop frames get 
the car nearer the ground, making it safer and 
holding it steadier in the road. 

All joints are hot riveted and all corners heavily 
reinforced and braced by strong gusset plates. 
Overland frames are built to stand tremendous 
stresses. There is not a single weak point in their 
construction. 


Frames 


99 


HOW TO SELL AN OVERLAND 


Springs 


Staunch bracing cross members are securely riv¬ 
eted into place wherever advantageous and the 
whole frame construction is firm, solid and enor¬ 
mously strong. 

Our frames are not light or flimsy like those in 
many low priced cars. We put sufficient weight 
and material into every frame so that it will never 
twist or buckle, but will stand up and stay in line 
under all conditions. 

* * * 

The main cross member, located just to the rear 
of the fly-wheel, is an example of the simplicity 
and strength employed throughout the entire car. 

This piece is so designed that it takes the place 
of the sixty-five parts ordinarily used here. 

* * * 

These are all made of a high grade of high 
carbon special spring steel of the semi-elliptic, 
three-quarter elliptic and full elliptic types, de¬ 
pending on model. A sufficient number of leaves 
has been provided to insure strength and an un¬ 
usually large factor of safety. 


too 





DETAILED INFORMATION 


At the same time these springs are so correctly 
designed and calculated that they give an exceed¬ 
ingly easy riding car. 

A broken spring is an almost unheard of acci¬ 
dent with the Overland. 

Overland springs are especially designed for 
each car and are built by the best automobile 
spring-maker in the business. 

* * * 

The front axle is a single drop forging from 
one piece of 40-carbon steel, specially heat treated. 
The spring perches or seats are drop forged inte¬ 
grally with the axle instead of being riveted or 
brazed into position. 

This integral system is of course far more de¬ 
sirable and stronger than any other method. 

The front axle is of the well known I-beam 
section, which engineers have found the strongest 
possible construction. 

The front wheels run on ball-bearings of liberal 
size. 

There are only two other manufacturers in 
America who drop-forge their own front axles in 
one piece. 


Front 

Axle 


101 




HOW TO SELL AN OVERLAND 


Rear Axle 


The rear axle is the semi-floating type of the 
latest design. 

Four sets of Hyatt roller bearings are employed. 

Adjustable end-thrust ball-bearings are used 
on either side of the differential. 

Our rear system assembly is of the unit type, 
exceedingly strong and rigid. 


102 




Detailed Information for the Expert 

(Continued) 




Chapter XII. 

Detailed Information for the Expert — 
(Continued) 

One of the greatest reasons for the success of 
Overland cars, has been due to their motor—con¬ 
sidered the most perfect automobile power plant 
ever designed. 

It is quick and responsive in action and exceed¬ 
ingly powerful. It will carry a tremendous load 
without stalling. It is exceptionally reliable and 
notably economical in fuel. 

All Overland motors are of the four-cylinder, 
four-cycle type and possess the following ad¬ 
vantages: 

A—Cylinders Cast Singly. 

B—Cylinders Off-set. 

C—Three-point Suspension. 

D—Five-bearing Crank Shaft. 

E—Large Valves. 

F—A Thoroughly Balanced Engine. 

105 


Motor 


HOW TO SELL AN OVERLAND 


A—Cylin¬ 
ders Cast 
Singly 


The advantages of single cylinder castings are 
at once evident to anyone who studies motor con¬ 
struction. 

They insure better and more uniform cooling, 
equal heat expansion and consequently cylinders 
which will stay true and exactly round. 

This of course results in better compression and 
power and the continuance of these conditions. 

Another advantage is that by use of single cyl¬ 
inder castings, the motor can be made sufficiently 
long to permit the use of a five-bearing crank¬ 
shaft, a tremendously valuable feature explained 
later on. 

Overland engine cylinders are cast from the 
best quality close-grained gray iron and carefully 
ground to five ten-thousandths of an inch. 

Our cylinder castings are considered the best 
obtainable in the country. 

The pistons fit perfectly, being carefully ground 
to size and snap-gauged, as are also the piston 
rings. These latter are carefully ground to size on 
three sides. Automatically ground cylinders are 
far superior to bored, as grinding insures absolute 
106 




DETAILED INFORMATION 


uniformity, with absence of ' high spots” and weak 
places in the cylinder walls. Any honest engi¬ 
neer will verify this statement, although the grind¬ 
ing process is about twice as expensive as boring. 
The piston bore and rings are ground and polished 
to a mirror-like surface before the engine is as¬ 
sembled. The result is that Overland engines 
run smoothly and powerfully, and with but little 
friction even on their first belt test. 

The pistons are carefully ground to size, exam¬ 
ined and tested by micrometer and are all tested 
by snap-gauges to one one-thousandth of an inch. 

Do you realize what this means? One one- 
thousandth of an inch would be about half the 
thickness of a human hair. 

Parts not exactly meeting these minute require¬ 
ments are invariably scrapped. 

# * * 

The great advantage of off-set cylinders is that 
they prevent side thrust on the cylinder walls, also 
undue strain on the main bearings. This in turn 
insures a permanently gas tight piston giving maxi¬ 
mum power and prevents vibration and strain with 
consequent crystallization of the crankshaft. 

107 


B—Cylin¬ 
ders 
Offset 




HOW TO SELL AN OVERLAND 


C—Three- 
Point 
Suspen¬ 
sion 


The majority of automobile engines will 
“knock” if the spark is advanced before the engine 
acquires momentum. Some of the best known 
engines in the world will practically “knock their 
heads off” under these conditions. 

It is almost impossible to make an Overland 
engine “knock”, no matter how suddenly the spark 
is advanced. It is of course understood that 
“knocking” is caused by a sudden strain on the 
crankshaft bearings. 

By our design and construction, Overland 
motors can be run with a “high spark” and low 
fuel supply, thus insuring greatest economy of fuel. 

* * * 

The advantage of the three-point suspension is 
evident, too, by comparison with a three-legged 
stool in which all supporting points are in the same 
plane regardless of inequalities on the floor. 

A four-legged stool, on the other hand, cannot 
be supported at all points unless the floor is abso¬ 
lutely true. 

The three-point suspension in motor construction 
has this same advantage of all supporting points 


108 




DETAI LED INFORMATION 


being in the same plane regardless of road 
inequalities. This of course keeps the motor from 
twisting, prevents the bearings from getting out of 
line and insures an absolutely permanent relation 
between the motor and the frame regardless of 
twisting strains. 

This arrangement relieves bearings and cranks 
from the perpetual strain which would ordinarily 
be brought upon them in driving over rough roads. 
* * * 

The five-bearing crank shaft used on all Over¬ 
land motors is a very important feature. Its prin¬ 
cipal advantage is that it provides a support on 
each side of each connecting rod as it gives its 
power stroke. 

It is readily seen that this system insures the 
greatest possible rigidity and keeps the crankshaft 
in perfect line on its bearings. 

A good illustration can be had from an arch 
bridge. In this case the greater the number of 
piers the stronger and more rigid will be the 
bridge. 

Should a supporting bearing be only on one side 
of the connecting rod, the result would eventually 

109 


D-Five- 

Bearing 

Crank¬ 

shaft 





HOW TO SELL AN OVERLAND 


A 

Perfect 

Crank¬ 

shaft 


be disalignment of the crankshaft, vibration and 
consequent crystallization. 

We have seen this illustrated in two and three- 
bearing crankshafts whose vibrations in time liter¬ 
ally ate away the steel, making it brittle as glass, 
eventually leaving only a core of live steel the 
thickness of a lead pencil. Finally this gave way 
under the strain. 

Many Overland crankshafts have been run in 
the car from ten to fifteen thousand miles without 
a single adjustment of the bearings. 

This five-bearing crankshaft is a very valuable 
feature and cannot be emphasized too strongly. 
The Overland is the only car of its class which 
provides a five-bearing crankshaft. 

Another valuable feature in this connection, is 
the use of extra long and heavy bearings in con¬ 
nection with a shaft of ample strength. 

The crankshaft on our larger cars for example, 
is 1 y$" in diameter and on the model 38 1 in 
diameter. 

The rear bearings (next to the fly-wheel) are 
respectively 4and 3%" in length. Many 
no 




DETAILED INFORMATION 


competing cars use only a 2" bearing here with 
the result of far less strength and rigidity. 

These engine bearings are of specially high 
grade die-cast babbitt metal which has been found 
the best possible bearing surface here. 

Being die-cast, the bearings are absolutely in¬ 
terchangeable, are of recognized standard types 
and absolutely the best for their respective pur¬ 
poses. 

This is a far better system to that employing 
ball-bearings, as of course with ball-bearings there 
is only one point on a single ball in bearing at any 
one time. The result is that the strain and shock 
here will eventually cause the breakage of the 
balls and races. 

Several of the highest priced cars have attempt¬ 
ed to use ball-bearing crankshafts but have this 
year discarded them and adopted the babbitt 
metal type. 

After being assembled, these bearings are “run 
in” under their own engine power for from 24 to 
48 hours until they are in perfect condition, and 
later the cars receive two long and severe road 
tests at the hands of expert testers. 

in 


Best 
Type of 
Engine 
Bearings 




HOW TO SELL AN OVERLAND 


E-Large 

Valves 


We use exceptionally large valves throughout 
our motors. 

The especial advantage of this is that a full 
charge of gas is drawn into the cylinders at each 
suction stroke, giving greatest power. What is 
even more important is that by having a large 
exhaust valve, the scavenging or blowing out of 
the burned gas is completely accomplished at each 
exhaust stroke. 

Our valves are all alike and interchangeable, 
being ground by automatic machinery which can 
not vary to one one-thousandth of an inch. Valve- 
heads are of V/i nickel steel—the best material 
known for the purpose. All valve-heads are 
electrically welded to a carbon steel stem, which 
gives the best possible combination. 

Nickel steel has been found to withstand the 
action of the hot exhaust gases better than any¬ 
thing else. Push rods are of high carbon steel 
hardened and ground. 

The lower end of each valve stem is received 
in the push rod by a fibre buffer which contrib¬ 
utes largely to the silencing of the valve action. 


112 




DETAILED INFORMATION 


Overland motors are remarkable for their quiet¬ 
ness and smooth running. 

This is one of the best possible evidences of 
perfect construction. It is largely caused by the 
system of balancing which we use. 

Every piston, for example, is exactly of the 
same weight, both ends of the connecting rods be¬ 
ing balanced. 

The fly-wheel is balanced, and after it is tested 
on the block, each engine receives a running bal¬ 
ance test with a special machine designed for the 
purpose. 

Before these engines are finally assembled in 
the cars they are so perfectly balanced that a lead 
pencil will stand on end on any cylinder while 
the engine is running at full speed. 

* * * 


A Thor¬ 
oughly 
Balanced 
Engine 


These are used principally for their lightness, 
and while more expensive than other types, enable 
us to use a webbed construction insuring great 
strength. 

We produce all our own aluminum castings in 

113 


Alumi¬ 

num 

Crank 

Casings 




HOW TO SELL AN OVERLAND 


Simplic¬ 
ity and 
Accessi¬ 
bility 


our own aluminum foundry which is said to be 
the largest in the country. 

Over 9,000 pounds of aluminum alloy passes 
through this foundry every working day. 

* * * 

The Overland Motor is the acme of simplicity 
and accessibility. It has been refined and brought 
down to a point where all useless mechanism and 
adjustments have been eliminated. 

There is nothing to get out of order and the 
motor is entirely automatic in all its functions. 


114 




Detailed Information for the Expert 

(Continued) 


Chapter XIII. 

Detailed Information for the Expert — 
(Continued) 

We employ a vertical flat tube type of radiator 
in all our models. 

The great advantage of this construction is that 
the shape of the tubes allows for expansion due 
to varying degrees of heat and cold. 

A circular tube, for example, has by its form 
no further limit of expansion, whereas a flat tube 
of the shape we employ can be expanded to the 
shape of a circle. 

The advantage here is that the radiator is much 
less apt to suffer from breakage. 

For example, several of our cars here at the fac¬ 
tory were recently left out all night in winter 
weather. While the water froze in the radiator 
it did not cause a break or leakage as the pipes 
expanded sufficiently to prevent it. 

Cellular corrugations between the tubes give a 
combination vertical and cellular flat tube effect 
with the advantage of both constructions. 

117 


Radiation 

and 

Cooling 


Thermo- 

Syphon 

Cooling 


HOW TO SELL AN OVERLAND 

The radiator is hung on two swivelled artillery 
trunnions which allow a slight swinging motion 
and relieve it from all strain caused by rough 
roads, and consequent leakage. 

The entire radiator can be quickly dismounted 
by the removal of four cap screws and the con¬ 
struction is such that in case of accident only a 
small portion need be removed to effect a repair. 

We use a large radiator with pipes of liberal 
diameter, giving unusual efficiency. 

The water pipes to and from the cylinders are 
also of large size and as straight as possible. The 
absence of abrupt angles permits the water a free 
and uninterrupted- flow from the radiator to the 
water jackets and return. 

Especial care is taken that the water jackets are 
free from imperfections and core sand which 
would tend to cause pockets and interfere with 
the free flow of water. 

* * * 

We use the thermo-syphon system of cooling. 

This is a distinct advantage since it entirely does 
away with the water pump, which is almost 


118 



DETAILED INFORMATION 


invariably a source of trouble, from a leaking or 
inefficient mechanism. 

The thermo-syphon system of cooling is un¬ 
doubtedly the best possible engineering proposi¬ 
tion, provided the radiator and water tubes are 
sufficiently large. This point has been very thor¬ 
oughly taken care of in the Overland construction. 

The provision for cooling in Overland Motors 
is so efficient and automatic that it is positive at ail 
times and requires no attention beyond an occa¬ 
sional filling of the tank with clean rain water. 

Our cooling system is so efficient that a supple¬ 
mentary air fan is almost unnecessary and the cyl¬ 
inders will be sufficiently cooled even if the fan 
is entirely disconnected. This has in fact been 
done by way of experiment here at the factory 
with entirely satisfactory results. 

Some cars, as you know, are so subject to trouble 
in this connection that mere slipping of the fan 
belt will cause overheating of the engine cylinders. 
An Overland engine will never overheat. 


A System 
of 

Highest 

Efficiency 


119 




Detailed Information for the Expert 

(Continued) 


Chapter XIV. 

Detailed Information for the Expert — 
(Continued ) 

We use two different systems of lubrication on 
our cars—a force feed mechanical oiler on the 38 
and the constant level splash system in the 40, 41 
and 42. 

Both these systems are mechanically correct and 
efficient under all conditions and need no further 
attention beyond seeing that a constant supply of 
oil is maintained. 

In Model 38, lubrication is by force feed 
mechanical oiler, actuated by an eccentric from 
the cam shaft. Positive drive is thus secured, and 
the danger of a slipping or broken belt is removed. 

Plungers operate in plain view and distribute 
the oil by individual leads to separate sections of 
the crank case, in which a fixed level of oil is 
constantly maintained. The oiler in Model 38 
has a capacity of one gallon, and is provided with 
glass sight-feed. 

In Models 40, 41 and 42, the self-contained 
crank case reservoir has a capacity of six quarts. 

123 


Lubrica¬ 

tion 


HOW TO SELL AN OVERLAND 


Carbu¬ 

retor 


The constant level splash system is employed 
in these three models, that is, the oil is kept at a 
constant level in the oil base, and fed by a gear 
pump which draws the oil from the reservoir 
through a strainer. It then overflows and returns 
to the reservoir. 

* * * 

We use the well-known Schebler Carburetor 
on all Overland cars, the model E on the 38 and 
L on the three larger cars. 

These carburetors are too well known to need 
detailed description and it is sufficient to say that 
they are recognized as the best carburetors which 
money can buy. 

Their adjustment is simple and positive and 
they are especially advantageous in quick vapo¬ 
rization with consequent easy starting, economy 
and the greatest percentage of power which can 
be secured with a given amount of gasoline. 

This is the same carburetor with which racing 
cars like the Marmon and National are constantly 
breaking world’s records. 


124 



DETAILED INFORMATION 


Ignition is by dual system, high tension magneto 
and battery being employed through a single set 
of plugs. The battery is intended for use in start¬ 
ing but the magneto we furnish is so effective at 
low speeds that one can readily spin the motor 
and start on the magneto if desired. 

The Remy magneto which we furnish offers, 
we believe, the best system of ignition on the 
market, there being no moving parts in contact. 

This magneto entirely solves the problem of 
ignition. It is positive and automatic in action 
and can be absolutely relied upon at all times. 

* * * 

The Overland design of transmission and rear 
system is absolutely unequalled for strength, effi¬ 
ciency and service. The driving shaft, which is 
of special heat treated steel, turns in a torsion tube 
ending in a yoke which swings from the main 
cross member upon two swivelled bearings. 

This allows the torsion tube to twist both verti¬ 
cally and laterally with consequent absence of dis¬ 
alignment and binding of the bearings, no matter 
how rough the road conditions. 

125 


Ignition 


Rear 

System 




HOW TO SELL AN OVERLAND 


Trans¬ 

mission 

Ideally 

Located 


The torsion tube also turns in the yoke and the 
yoke swings free on its bearings. 

The entire rear system is firmly stayed by 
hound-rods which hold the rear axle in absolute 
alignment with the transmission. The latter is 
placed immediately in front of the differential in 
the center of the rear axle. 

This is a far better location mechanically than 
if the transmission were pjaced near the fly-wheel 
since it transmits the power with the highest effi¬ 
ciency, distributes the weight to better advantage, 
reduces vibration and keeps the car steadier on 
the road. 

The steadiness of Overland cars at high speed is 
remarkable and this is largely due to the location 
and arrangement of the transmission. 

It may be said here that a similar system is em¬ 
ployed on the costly Packard cars. 

# * * 

As another example of the excellent materials 
used throughout the car, it may be stated that 
chrome vanadium steel is employed in the trans- 


126 



DETAILED INFORMATION 


mission instead of the 15-20 carbon used by many 
manufacturers. 

Annular ball bearings, too, are used here in¬ 
stead of plain bearings, with the result that the 
transmission revolves with the least possible fric¬ 
tion. 

Especially strong and heavy construction is used 
throughout these parts, so that the car will stand 
up and give service for many years. 

Final drive is effected by shaft and bevel pinion 
to the rear axle. All these gears are scientifically 
cut by automatic machinery which cannot vary to 
a fraction of a hair’s breadth. 

The gears run in hard grease and are absolutely 
noiseless in operation. 

* * * 

All Overland cars are provided with powerful 
brakes, so arranged with equalizers that they exert 
equal pressure on each hub. 

There are two external contracting brakes oper¬ 
ated by hand lever, and two internal expanding 
brakes operated by the pedal. These brakes are 
so powerful that either set will almost instantly 
lock the wheels. 


Final 

Drive 


Brakes 


127 




HOW TO SELL AN OVERLAND 


Steering 

and 

Controls 


Wheels 

and 

Tires 


It has been demonstrated that a 50-pound push 
upon the service brake, for instance, will hold the 
car stationary on a 15 per cent grade. 

* * * 

Steering is effected by an irreversible system 
operated by a large steering wheel built up of 
laminated mahogany. 

The usual spark and throttle controls are on a 
quadrant in the center of the wheel and can be 
operated without removing the hands from the 
steering wheel. An additional foot throttle pedal 
is provided for convenience in crowded traffic. 

* * * 

The wheels are of best second growth hickory 
thoroughly seasoned, with twelve 1 ^g-inch spokes 
in the front wheels of Model 38 and twelve 124- 
inch spokes in the rear wheels. The larger cars 
have twelve 1 J/ 2 ~inch spokes in the front wheels 
and twelve 1 ^-inch spokes in the rear wheels. 

Detachable rims are provided on all wheels and 
also extra large tires. 

Regular equipment will include Goodyear de¬ 
tachable tires. The large size of these tires is a 
strong point since we provide a much more liberal 

123 




DETAILED INFORMATION 


equipment in this line than does any competing 
manufacturer. 

Bodies are of sheet steel built over a strong wood 
frame. We make these throughout in our own 
factory and can thoroughly guarantee their ma¬ 
terials and workmanship. We also trim our own 
bodies in our factory, using a strictly high grade 
of leather, which comes from the factory of the 
best leather maker in the country. 

The curled hair and other materials used in our 
upholstery, is strictly high grade and the best 
workmanship obtainable is employed in this de¬ 
partment. 

The seats and backs of our cars will be found 
especially comfortable and easy riding, and will 
always stay in shape. 

* * * 

The design of all Overland models will be 
found modern, graceful and attractive, as special 
attention has been given this point by one of the 
best automobile designers in the country. The 
lines are in accordance with good taste and mod¬ 
ern automobile practice. The desirable straight 
line type of body is used in all models. 

129 


Bodies 


Design 




HOW TO SELL AN OVERLAND 


Finish 


Fenders are long and gracefully patterned, and 
the whole car is one which makes a handsome 
appearance wherever it is seen. 

The various models are designed particularly 
for the service which they are expected to perform, 
such details as springs, frames, bearings, etc., sci¬ 
entifically calculated for the weights they have to 
carry, and no part, however small, is employed 
which has not been thoroughly tested and found 
strong and practical for its purpose. 

* * * 

Overland cars are very thoroughly and care¬ 
fully finished, being primed, hand rubbed, painted 
and varnished in successive operations in our own 
paint shops by the best automobile painters that 
we can employ. 

There are all together twenty-four different 
operations in the paint shops on every one of our 
cars and our manufacturing and storing facilities 
are such that none of the paint work is hurried, but 
on the other hand plenty of time elapses between 
each operation so that every coat of paint is made 
to thoroughly dry in the natural manner, thus giv¬ 
ing a permanent and handsome finish. 


130 



DETAILED INFORMATION 


The equipment of Overland cars is unusually 
complete, including three oil lamps, two gas lamps, 
generator, horn, tools and repair kit together with 
high class magneto. 

Such items as tops, wind shields, etc., may be 
had from the factory at exceptionally low cost as 
we make these articles ourselves in our own shops 
particularly for the benefit of Overland owners. 


Equip¬ 

ment 


131 




General Good Advice 


Chapter XV 
General Good Advice . 

Keep your salesrooms bright, clean and attract¬ 
ive. They help to sell good cars and therefore 
help you. 

No one wants to go into a dirty, unattractive 
salesroom and be met by a slack looking sales¬ 
man. Not even to get the best car on earth at the 
lowest price. Bright, clean salesrooms and neat, 
polite salesmen make a strong combination and aid 
in business. 

Look neat and prosperous, and see that your 
salesrooms and salesmen carry out the part. The 
mere appearance of prosperity attracts prosperity, 
and vice-versa. 

Keep your garage, repair shop and storeroom 
in the background and for these purposes alone. 
Remember that your salesroom is your show room 
and vice-versa. 

Jewelry is never sold in a blacksmith shop. 

Pay a little attention to your show windows. 

135 


Clean, 

Inviting 

Sales¬ 

rooms 


HOW TO SELL AN OVERLAND 


Keep them clean and showy and if you dis¬ 
play anything be sure that it’s something that will 
be attractive. Make it interesting so that people 
will stop and look in and see that you are selling 
Overland cars. Have a neat Overland sign on 
the window. Tires, parts of cars and plain dust 
and dirt are not attractive window displays. 

A duster, a damp cloth and a small boy will 
do a lot towards keeping things clean. A few 
minutes of your time each day will keep a show 
window attractive. 


136 




Ideas From Prominent Dealers 


Chapter XVI. 

Prominent Dealers’ Ideas 

G. W. Shoemaker of the Southern Tier Mo¬ 
tor Co., of Elmira, New York, says the principal 
points he makes are the following: 

“First: The design and handsome appearance 
and finish of the car. 

“Second: The fact that it has a thoroughly 
established design of engine and transmission 
which has been used for four years with no ma¬ 
terial change and is therefore not an experiment 
like many of the new cars which have recently 
come to the market. 

“Third: The Company is one of the largest 
in the country and makes a larger proportion of 
its own parts than does any other Company, with 
the possible exception of the Packard. 

“Fourth: The simplicity, positive action and 
freedom from trouble of the Overland foot con¬ 
trol transmission. A child or woman or a nervous 
man can learn to use it in a few moments and can 
operate it with perfect safety, ease and freedom 
139 


What 
One Man 
Found 
Out 


HOW TO SELL AN OVERLAND 


Experts 
Prefer the 
Overland 
Foot 
Control 


from nervous strain. This is equally valuable to 
the experienced driver and I cite my own case that 
although I have been in the business many years 
and driven every kind of a car, yet I drive the 
Overland foot control from preference because it 
is so much simpler and easier handled and re¬ 
quires so much less attention in driving. This is 
particularly valuable in the case of a car to be 
used by women and I am making a particularly 
strong push on the Overland as a woman’s car. 
They are using smaller types of cars in largely 
increasing numbers every year. 

“The additional argument as to its smoothness 
of running, etc., is, of course, not overlooked. 

“I am instructing my salesmen to use the ex¬ 
pression ‘Overland foot control transmission’ in¬ 
stead of ‘planetary’ as I find that in this territory 
planetary transmission is rather looked down on 
as not being up-to-date. Where the term comes 
up in the course of the argument I simply say that 
the rest of the cars are drifting into the sliding gear 
class because they cannot make a good planetary.’’ 

* * * 


140 



PROMINENT DEALERS’ IDEAS 

“Many customers are obtained by friends and 
Overland owners ‘tipping’ it off to us that ‘so and 
so’ is talking of buying a car. If he is a stranger 
I find it takes a little care in approaching such a 
prospect. I get a better start by— I have some¬ 
thing new here I want to show you. You might 
possibly want a car some time and will be in¬ 
terested in knowing about cars in general,’ than 
by saying, ‘I understand you are in the market 
for a car and I want to show you, etc.’ It seems 
that many who are just beginning to think car, are 
shy about declaring their intentions, but will hold 
still and listen to all you have to say if they can 
do so without declaring themselves in the market. 
Their interest ripens into desire and they finally 
declare themselves. 

* # * 

“The greatest element in selling cars I believe 
to be Work . Your best proposition, your big ad¬ 
vertising, your nice sounding engine won t sell the 
car without a whole lot of hard work and sticking 
to it. I find some people who have the means right 
at their fingers’ end—they want a car and the 
Overland is their choice and yet they haven t the 
nerve to close up without a whole lot of staying 


Thos. 
Bass of 
Farming- 
ton, Ill., 
Says: 


141 



HOW TO SELL AN OVERLAND 


right with them.’ These people take a whole lot 
of Wor\. They are sure sales if properly looked 
after, and just as sure to fall through if they are 
not kept right after.” 

* * * 


Get the 
Women 
Inter¬ 
ested 


“A little stunt that I use in closing with a cus¬ 
tomer who is a little inclined to haggle and wants 
a price on a car complete including a lot of extras, 
is to figure in everything he will want at a top 
list price and name a round figure like $1,650, 
and tell him that that will cover everything but 
a speedometer. The chances are that he will 
come back at you with a proposition for you to 
include a speedometer, which makes a good prop¬ 
osition to take up. 

“I think we overlook getting the women inter¬ 
ested. I find quite a number of men who want a 
car that are deterred from buying on account of 
the negative influence exerted by their wives, in 
fact I can trace the loss of several sales to this 
cause. Although this cannot always be controlled 
it is certain that a special effort to interest the 
women may turn the powerful influence to favor 
the sale rather than oppose it. One of the best 
142 





PROMINENT DEALERS’ IDEAS 


ways to interest the women is to have your wife, 
daughter or a young lady clerk take them out for 
a demonstration. Get them personally interested 
and let them steer the car for a little way. A 
little courteous attention of this kind will often 
win them.” 

* * * 

O. G. Roberts, of Columbus, Ohio, makes a 
practice of quoting on car, top, wind-shield and 
other extras complete; in other words giving a 
lump price on a complete outfit. This has been 
demonstrated an excellent plan. He says he has 
also spared no effort to become known in his ter¬ 
ritory, as “the man who ta^es care of his cus¬ 
tomers” and say this has been of more benefit to 
him than any other one factor. 

He says—“For instance, a few days ago a man 
who is known to be very exacting and difficult 
to deal with, bought one of our Overlands. Many 
people are actually afraid to deal with this gentle¬ 
man—in fact he has the reputation of being rather 
a slippery customer. 

“He had me mark down every little detail of 
our transaction, and asked me to sign the agree- 


The 

“Lump 

Price” 

Idea 


143 




Putting 
the Cus¬ 
tomer on 
His 
Honor 


HOW TO SELL AN OVERLAND 


ment. I did so. ‘Now,’ said he, ‘I suppose you 
want me to sign this, and make a deposit.’ 

“ ‘No,’ I replied, ‘you are a man of your word. 
You have bought this car, and if when it comes 
you do not find it exactly as represented, you need 
not take it.’ 

“This put the man on'his honor, and before 
going to his office, he went to see two different 
people who were figuring on buying cars. 

“He told them to ‘go and buy an Overland.’ 
He said, ‘If the car is not right, the agent is.’ He 
also said—‘If the agent is the kind of man he 
appears to be, the car must be good, or he would 
not handle it’.’’ 


144 




4 




















































